Unilever, the parent company of Wall’s, is sponsoring the free WiFi service for the month of August. Under the deal, Wall’s will own all the media placements on the WiFi welcome pages in Zone 1 in London.

Wall’s “Love ice cream” campaign will also combine location-based and contextual marketing. It will use “thermal targeted proximity messaging” to send out messages to O2 More users when the sun is out and the weather reaches a certain temperature.

Claire Valoti, managing director of O2 Media, said: “We have big plans for thermal messaging because of the increased accuracy in terms of delivering the right message to the right consumer and the ability to message a consumer based on the British weather, something we know many of the brands we work with are hugely interested in.”

O2’s parent company, Telefónica Digital, said last month it hopes new products, partnerships and expanding existing units to international markets will mean its financial services and advertising unit will generate up to €1.1bn in revenue by 2016.

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